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Gone are the days when sports retailers specialized in one thing. While Nike, Adidas and Under Armour are starting to look more like tech brands, The North Face is making a hard push to appeal to athletes.
Today, the outdoor brand and agency Mekanism launch a 30-second TV spot promoting Mountain Athletics, a program geared toward athletes that includes local training events, a mobile app and a line of gear.
"Athletes train for specific things, and it's about inspiring people to go outdoors," said Courtney Blacker, director of marketing at The North Face.